Funny how some logos one never really notices until they get redesigned. One of those for me was the Ziploc logo – probably because in my house, as in so many others, the box of resealable bags is in the pantry or draw until you need them. And when you need them, you’re more focused on not spilling the soon-to-be contents into the bag.
So when Ziploc announced that they had redesigned this everyman’s product logo, it compelled me to do a before and after analysis. Let’s take a look.
Images from Brand New
I’d never noticed the blue triange behind the lettering before and I have to say that I love it as a nod to the zip tab that gives the bag its name. Yes, in the original that triangle is lost behind the lettering (probably why I never noticed it) but it’s a strong logo.
Now the new logo….well, where to begin. I do love the interplay of the Z and the i and to me that furthers the idea of tightness. And I like that the triangle is larger and now more noticable. But the rest of it is a mess. The lettering isn’t aligned to anything and rather falls right on out of that triangle – not an association that you want with a product that is supposed to be containing your food. And the font may be friendly, but the l and the c just don’t work with the logo. In short – it had potential and fell flat.
What falls flatter is the ad campaign that this poor logo found itself in the middle of. Life may need Ziploc, but this ad needs a new designer. Three different fonts (or is that second a light version of the logo font?) that simply don’t work together. Actually, the word “Life” just doesn’t work. at. all. It makes me yearn for an end of life solution, actually. It’s really all just a blobby mess.